You’ll need to use Persuasion in your sales letter. Here’s a summary of most of the persuasion principles. Think about ways to apply this to your business to get even more customers.

Principle 1 : Reciprocation on concession

If you want people to accept to give you a favor, you start with a large request, one likely to be turned down. Then retreat to the lower offer.
Always start with the large request, if the answer is no, you can retreat to the second request.

Principle 2 : Scarcity

People want what they can’t have.

Scarcity of commodities : when you present

an idea, a product, explain to ppl that this will give them something they can’t get anywhere else : a bundle of advatanges they will not be able to get unless they move in your direction.

People are more interested in information of what they can loose then what they can gain.

Speak about the unique benefit that they can loose if they don’t move in your direction.

Exclusive information tend to be more valued.

Scarcity and exclusivity : if people think that no one else have access to this information, they tend to value it even more.

Beef example : they called people, they said there will be a scarcity in beef, ppl bought more. Then they said to another group of people, there will be a scarcity in beef and they added that this information is exclusive, no one else knows about it : 610% increase !

Principle 3 : Authority

If an expert say it, then it’s true. Tell people about your expertise and your background before you try to influence them.

Establish your trustworthiness :

Advertisers do this by presenting a setback in the product they’re trying to sell before presenting the advantage that will overwhelm the setback. It makes you look credible and knowledge about the product.

Principle 4 : Commitment and consistency.

In restaurants, they have problems with people that make a reservation then don’t show up.

Solution :

Change

"Please call if you have to cancel your reservation"

TO

"Will you please call if you have to cancel your reservation ?"

–> You are now asking for commitment

Public commitment is strong < written commitment is even stronger.

Principe 5 : Consensus

People will do what other people are doing, if other are doing it, then it must be the right thing to do.

Example :

In infomercial :

"Operators are waiting. Please call" (Operators are waiting, it seems no one is calling)

change it to :

"If operators are busy. Please call again !" (Everyone is calling! This must be the right thing to do)

Principe 6 : Liking

People prefer to say yes to people they like.

Increase liking :

- Similarities

- Compliments

- cooperative way who work with us.

Using these principles

Remember to use these principle in the right moment !

Have a card containing the 6 principles of influence. When you are in the right situation, just take it and see which principles you can apply.

Some people may think they are entitled to the benefits rather then seeing them as a favor ! Make it clear to them that this is a favor. He have to understand he’s not entitled to that favor.

Principles works everywhere, they just tend to not have the same priority in different culture.